Basoli Dhirai.
[ 01 / WORK ]
A quality loop that runs itself
↑3%
MoM growth for partners (early signals)
7
Markets
The better the experience, the more orders. The more orders, the better the experience.
The problem
Closing the loop between our customers and our restaurant partners
A food platform serves two sides, and only one of them is in the app. Sitting in the post-order experience team, where the customer's journey ends and the partner's begins, we joined hands with the restaurant partner and sales teams to close that loop, bridging the gaps on the customer's end and the partner's at once.
The vision : a quality loop that feeds itself.
Customers gravitate to the best experiences, and the partners behind them grow. Quality becomes the thing that wins. A system built to back its partners.
From one of our collaboration meetings, different teams bringing their side to the table
Discovery
Research showed us what the programme needed to succeed
The first thing it taught us was who we were designing for. Each partner is an ecosystem of its own, with owners, operations managers, branch managers and kitchen teams, each with their own targets and their own idea of what's worth caring about.
Blueprint built with Account managers - Internal team interviews, specifically with account managers, directly handling the restaurant partners gave us great insight into the entire vendor set up, how the teams were built, their goals, the multitude of vendors we worked with as a company and how all their goals and aspirations and needs differed.
This was a great starting point into understanding gaps before we went and validated with what our restaurant partners actually had to say
From there, three conditions for the programme to work :
Partners trust the programme and its measurement. A partner who doesn't believe the number won't chase it, so the measure had to reflect what a partner genuinely controls, and be something they could see and verify themselves.
Rewards are built on what matters to them. Different partners are chasing different things, and research told us exactly what those things were, which shaped the rewards into a set designed around partners' own goals, not a single badge.
Awareness actually reaches them. The partners with the most to gain are often the furthest from the conversation, so awareness couldn't ride on existing channels alone. It needed comms designed for how partners actually get reached.
Shadowing restaurant partners to understand the depth of the process gaps and insight on where we could support
surveyed
300+
restaurant partners
Interviewed
14+ & 10
vendors Account Managers
Strategy & implementation
Designing for trust, relevance and reach
Each condition became something we built.
For trust, partner tools that show how they're doing on the things they control, and what to do about it, in the systems they already work in every day.
For relevance, a reward set matched to what different partners are actually working toward, so improving quality and hitting their own goals became the same move.
For reach, awareness mechanisms designed around how partners really receive information : direct channels partners actually read, account manager briefings so the people closest to them carried the message, and webinars for anyone who wanted the detail.
And on the customer side, the surfaces that let demand play its part, because the loop only closes when the people ordering can see and choose quality.
Workshopping ideas to build on our findings
Knowing when to pause
Post-rollout
We launched in one market first. And as it ran, we kept finding ourselves going back to the account manager teams on the ground, asking how things were landing, what partners were saying, what a dashboard couldn't show us.
What came back was worth acting on. So we paused before the remaining markets, made the changes the ground was asking for, and only then rolled out to all seven.
Somewhere in those sessions we realised this wasn't a check-in, it was a missing part of the system. So we made it part of it : a feedback loop of periodic sessions with AM teams, region by region, built into every rollout that followed.
Feedback loop meeting with AMs giving us the 'tea' on the rollout while enjoying their's :P
Stuck on a problem with too many moving parts?
More projects